I agree that it is awful tasting, but I use it because it is the only multivitamin that I've found so far that has no minerals. I saw a show on Dr. Oz, in which his Dr. guest did research on people with Alzheimer's. The Dr. analyzed the brain tissue of deceased Alzheimer's patients and found globs of minerals. The Dr. argues that we take in more minerals than we need, namely from multivitamins that contain multi-minerals. The Dr. argued further that we can get our minerals through other food sources. So even if I don't care for the taste, I do it for health reasons. If I knew it was this cheap online rather than at Whole Foods or Sprouts, I would've bought from here sooner. It's hard to find this in regular stores, so getting it online at this price is my new preference.